S06.E16 - De-Positioning: A Bold New Playbook for Brand Strategy with Todd Irwin

What if the key to standing out wasn’t finding your niche… but attacking the norm? Learn more at https://justcreative.com/podcast In this provocative episode, we sit down with Todd Irwin , Chief Strategy Officer at Fazer and author of the new book De-Positioning (Amazon), to challenge the status quo of brand strategy. Drawing on decades of experience with both global giants and venture-backed startups, Todd reveals why traditional positioning frameworks are falling short—and how De-Positioning flips the script. You’ll learn: Why most brand positioning fails to drive real impact How to win by challenging category conventions What CMOs and founders get wrong about brand-growth alignment How to put De-Positioning into practice in your own brand today Whether you’re a strategist, creative, or founder, this episode will give you a sharp new lens to rethink how your brand competes. 🎧 Tune in and get ready to play offense.